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Destination Price-Value Perceptions: An Examination of Origin and Seasonal Influences

Peter E. Murphy

Faculty of Business at the University of Victoria in Victoria, British Columbia, Canada

Mark Pritchard

Faculty of Business at the University of Victoria in Victoria, British Columbia, Canada

A consumer behavior model of price-value perceptions is modified and examined in relation to a destination visit. The modification involves the addition of visitor origin and season of visit to take into account influential trip characteristics. The adapted model is investigated with a substantial database of visitor perceptions of Victoria, British Columbia. Statistical analyses reveal that origin and season both interact and separately influence the price-value perceptions of tourists. The evidence suggests that pricing strategies should consider the external influence of such trip variables on traveler value perceptions.

Journal of Travel Research, Vol. 35, No. 3, 16-22 (1997)
DOI: 10.1177/004728759703500303
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